Desk research/Secondary research

Desk research is information that is second hand. It has already been collected by someone else.

Desk research
Desk research involves analysing information from secondary sources

Methods of collecting desk research include:

  • sales figures
  • newspapers
  • websites
  • government publications e.g. social trends
  • commercial publications e.g. Keynote and Mintel reports
AdvantagesDisadvantages
Saves timeNot specifically gathered for the business
Relatively inexpensiveMay be out of date
Widely availableMay contain bias